Pure

Pure Pet Food is a UK direct-to-consumer dog food brand. Its core product is a natural, personalised dog food supplied in dehydrated form: owners add water and stir, with the food ready to serve in about ten seconds. Recipes are complete and balanced, built from meat, fruit and vegetables plus added vitamins and minerals, and are formulated by an in-house nutritionist and endorsed by a panel of vets and animal behaviourists.

Customers create a plan by describing their dog, selecting tailored recipes from a personalised menu, and receiving free deliveries to their door. Plans are not locked into a subscription commitment; customers can amend, skip, bring forward or cancel deliveries, change recipes (up to two per month from their tailored menu), add extras, adjust delivery frequency and feeding amounts, and update their dog's weight, allergies and health details through an online account. A customer service team supports transition from a previous food and handles fussy eaters, with live chat available on weekdays and Saturday mornings, alongside a help centre covering FAQs, health and wellbeing, and transitioning guidance.

The company positions the product against dry/wet kibble and raw/fresh feeding, citing lower processing than dry and wet food, cupboard storability, no risk of harmful pathogens compared with raw, and mid-range cost. Pricing starts at £0.89 per day for a small dog and rises with dog size.